What Ye Got Wrong About SEO (and How to Get It Right)

You may have caught wind of it, but last week the 47-year-old multi-millionaire took to Instagram to criticise Adidas – albeit in a somewhat misguided way – after noticing that a Google search for “Yeezy” ranked Adidas.com higher in the results than his own site, Yeezy.com. The post has since been removed. Kanye said in the post:

“When you google Yeezy.com the Adidas site comes before the Yeezy site. Members at Adidas, stop doing this. Stop doing your moves to hold me back. Our partnership is done. You’re a 60 billion dollar company that froze my accounts. Now I’m back on my feet (no pun intended), and I’m not going to stand for this (no pun again).”

Oh Kanye.

Now, although we can’t be 100% certain that Adidas haven’t gone out of their way to ensure the top spot is theirs purely out of spite for Ye (Breakups often breed hostility), we’re pretty sure it’s likely that Adidas has a vast team of SEO experts working around the clock to keep Adidas and it’s many products at the top of any relevant search results.

So, Kanye, if you’re reading this, we’re here to provide you with some knowledge, to help you go toe-to-toe with the iconic shoe maker in the battle for SEO supremacy. We’ve called upon the expertise of our own in-house authority, SEO Manager, Terry Banks, to provide some of the basics of SEO.

Meta Title 

The meta title plays a vital role in SEO by informing search engines about the content of your page and appearing as the main headline in search results. Including the primary keyword, such as “Yeezy,” is crucial for ensuring your page is relevant to user queries and easily discoverable.

A well-crafted meta title should be around 50–60 characters to prevent it from being cut off in search results. For example, “Yeezy Shoes – Shop the Latest Collection” is clear and keyword-focused, helping to boost rankings and attract clicks. By refining your meta title, you can improve both visibility and user engagement.

Meta Description 

While the meta description isn’t a direct ranking factor, it plays a significant role in improving click-through rates by enticing users to visit your page. Its primary purpose is to provide a concise, compelling summary of what the page is about, helping it stand out in search results.

Including the keyword – such as “YEEZY” – is essential, as Google highlights matching terms in bold, drawing attention to your listing. A well-crafted meta description should be around 150-160 characters to ensure, like the meta title, it displays fully without being cut off. For example: “Discover the latest YEEZY collection – exclusive styles, sizes, and more, all in one place.” 

URL Ranking

The URL ranking factor plays a crucial role in SEO, as it directly impacts your search engine ranking. To optimise your URL for better visibility, it’s important to include relevant keywords, such as “YEEZY,” wherever possible. This helps search engines understand the content of your page but also improves visibility, making it easier for users to find your content.

H1 Tag / Content 

The H1 tag, often referred to as the “main page title,” plays a significant role in SEO by helping search engines understand your page’s content and structure. While including your primary keyword in the H1 tag is considered best practice, it’s important to note that it’s not a guaranteed ranking factor. Instead, focus on creating clear, descriptive H1 tags that accurately represent your page’s content and provide value to users. 

Remember, the H1 tag should be part of a broader SEO strategy rather than relied upon as a standalone element for improving search rankings.

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Learn more from Terry about Search Engine Optimisation and how to optimise your listings on Skiddle for event greater results, in our Skiddle Experts feature.